In the run-up to the UEFA EURO and the start of the transfer season that is the talk of football clubs every season, Chelsea Football Club has just announced that it will be signing a number of new players. heavy-duty reinforcements with the signing of a strategic partnership with the Ascott group. Playing on the appeal of the English Premier League to Asian customers, this four-year partnership will offer a host of exclusive experiences for members of the Ascott Star Rewards (ASR) loyalty programme.
They will, of course, be able to attend matches at Stamford Bridge, the London club's stadium, which won the Champions League in 2012 and 2021, as well as visiting the club's training centre in Cobham, where they will have the opportunity to see the club's new facilities. VIP conditions. " As the Official Worldwide Hotel Partner, Ascott will work with Chelsea FC to deliver a series of innovative marketing and promotional initiatives targeting millions of football fans across Europe and around the world." said Tan Bee Leg, Ascott's Commercial Director.
At the same time, the Ascott group will take advantage of the opportunity to promote itself to the club's millions of fans, both on Chelsea FC's social networks and at matches at Stamford Bridge. The partnership goes further than a simple marketing agreement; it also involves hospitality. As of July, the group will take over the management of the stadium hotel in Chelsea, a 232-key establishment previously marketed under the Millenium & Copthorne brand and offering a wide range of event spaces.
Over the coming months, the hotel will be transformed into the lyf Stamford Bridge London in the second half of 2025. A shift from traditional accommodation to lifestyle hotels is also underway at Twickenham Stadium, where the contemporary Radisson RED brand is set to replace Marriott in the 'Temple of Rugby'.
